Disney’s $10M Super Bowl commercial price tag receives pushback

The best part of every Super Bowl is the commercials, but when Disney broadcasts the 2027 game on ESPN, it will cost companies more than ever to have a 30-second spot.

Variety reports that Disney has told prospective advertisers that they should pay $10 million for a 30-second commercial during Super Bowl 61 on Feb. 14, 2027. For reference, a decade earlier in 2016, Super Bowl ads were selling for around $5 million.

In turn, some companies may be turned off from potentially airing commercials during the big game. Unlike other networks, such as FOX and NBC, Disney hasn’t managed to sell between 40% and 60% of their ad schedule before the “upfront” sales season begins in May.

Aside from the hefty $10 million price tag per ad, Disney is also seeking a $10 million match of funds “that would be spent elsewhere in its media portfolio.” Some of the parts of their media portfolio being discussed are MLB.TV and Monday Night Football, making conversations “more complex than those for a single piece of advertising.” This isn’t uncommon, according to sources, but it adds to their demands for prospective advertisers.

A source noted that Disney has “more requests than inventory to sell.” However, one of the contributing sources asked, “How much more can we pay?”

Disney to broadcast their first Super Bowl on ESPN in 21 years in 2027

On Valentine’s Day in 2027, Disney will broadcast its first Super Bowl since 2006. Things have changed significantly since their last time showing the game.

Not only are they planning on having the traditional ABC/ESPN broadcasts, but they are also having an alternate ManningCast broadcast with Peyton and Eli Manning, who were active players in the NFL when Disney last broadcast a Super Bowl. Joe Buck and Troy Aikman are expected to be the commentary duo for the main broadcast.

The game will be played at SoFi Stadium in Inglewood, California. SoFi Stadium is the home of the NFL’s Los Angeles Rams and Chargers.

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